A Sea of Sameness

"We take the time to understand your brand."
"Our team is more like a family."
"We always challenge the brief."
"Our unrivalled expertise."

I found at least a dozen variations of these statements in just five minutes.

They may all be true, but that barely matters - because unless your prospect is a warm referral, they don’t believe you. Genuine differentiation is difficult. True uniqueness is nearly impossible. As a result, your claims, however valid, lose their impact.

So how do you stand out in a crowded market?

Simple: consistently act as you claim to be. From the very first interaction, your prospects are evaluating you.

  • Respond to emails immediately - even if it’s just a quick acknowledgement. Don’t leave potential leads waiting while you craft the perfect reply. Promptness and attentiveness matter more than a beautifully worded but delayed response.

  • Ditch the jargon. No one is impressed by it. Overcomplicated, trademarked processes with flashy names mean nothing to a prospect unfamiliar with your work.

  • Communicate clearly. Use plain English to explain what you do and how it delivers commercial results. Flowery language and convoluted analogies will only send visitors away from your website.

  • Ask direct, meaningful questions. Never assume prospects will guide the conversation - it’s your role to take the lead.

In the early stages, don’t give prospects reasons to exclude you:

  • Swearing isn’t edgy - it’s unprofessional.

  • Boasting about being “picky” with clients won’t impress new contacts; it will alienate them.

  • Humorous videos and personal anecdotes can wait - at this stage, focus on value.

Be the agency that understands your prospect’s commercial objectives. Demonstrate how you contribute to those goals. Explain your approach concisely. Ask smart, straightforward questions - and listen to the answers. Respond swiftly to emails. Answer the phone when it rings.

By doing this, you’ll place yourself in a rare and distinguished category. Not entirely unique, but far more differentiated than those who simply claim to be disruptive, strategic, client-led, and unrivalled.